When a potential client is searching the internet for services that your firm offers, you probably realize that it is extremely important to have your name listed among the top-ranked search results. Through various Search Engine Optimization (SEO) techniques, your website can earn higher rankings, and organic traffic is likely to increase. But, what you may not know is that there is often a way to push your office directly to the top—as in, your name can appear literally above every other search result. A well-designed, strategically-implemented pay-per-click marketing campaign can help your firm reach levels of online visibility you may have never thought possible.

What is PPC?

Pay-per-click, or PPC, is a search engine marketing technique and advertising model that helps direct internet users looking for particular information and services to websites that can meet those needs. Rather than charging a flat fee for running an advertisement—like commercials during a football game, for example—a PPC campaign charges the advertiser a nominal fee each time a user clicks on the ad. Therefore, a company or firm investing in PPC must be sure that they are able to successfully convert enough interested users into paying clients or risk a negative rate of return on its marketing investment.